Transcript of "Case study e bay"

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Answer centreEvolution and results

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ProblemMetrics “Can count on eBay to help w/ problems” (GUSS) much too low eBay provides several ways to get help but fails at making them visible, relevant (targeted) and comprehensiveFurther engage the community by leveraging “member-help- member”Too many avoidable CS contactsUsers do not make the difference between help content and other useful content on the site the way we doFinding the new information hubs is very difficult2

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ObjectivesIncrease GUSS satisfaction metric by 4%Increase the Member help Member supportDecrease the exit rate by 15%Decrease the number of avoidable CS contacts by 10%3

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Results of “going green design”Exit rate increased by 10%Highly erratic behaviour clicking in the header or the footer, leaving the page, …People want a search box They tried to use the category search box that still featured in the top cornerUsers did not open other sections Based on user profile, a certain section was already open. Users did not switch sections This is why we contacted Netway5

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New help index page 3 buckets Buy, Sell, My Account Top questions centrally featured Member-help-member links Links to most popular boards Search box moved To right nav, to avoid confusion with general search box Contact us links moved Also to right nav Links not underlined This would create a completely underlined page, which tires the eyes too much6

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Having the right elements is not enough … ® Simplifying interfaces. TM except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License